Digital technology has changed everything in the world of marketing. Are you dominating your industry? If you’re not a publisher — if you don’t own and distribute your own content — the answer is a resounding “no.” Many companies rely on search and social channels to distribute their content. But as a B2B marketer, the chaotic, fluid nature of these channels should give you pause. Your brand is often at the mercy of each algorithm change that alters who sees the content you’re putting out. You relinquish all control over whether your message reaches its intended audience.
When you think and act like a publisher, you’re in the driver’s seat. You take charge of your brand narrative. But this often requires an entire overhaul to your tactics, strategies, and even perspective of marketing. It’s hard work, but the ROI is huge. SEO dominance is key to winning in today’s business environment. Content is how you get there. First, you’ll need to audit your page ranking and compare yourself to the competition. If you’re lagging behind, internal and external resources accelerate your thought leadership. It’ll help garner a larger audience.
You can improve the probability of online dominance by leveraging a newsroom approach to content curation, creation, and distribution. A byproduct of a publisher mentality is that you’ll stay more attuned to subtle marketplace changes. Your brand is in constant communication with your audience, which means reliable customer feedback. If you leverage this data, you’ll find yourself a step ahead of more traditional marketers.
You’ll also outsmart the competition because you’ll naturally concentrate on content that matters most to your audience. Your brand is at the forefront of the consumer’s mind when making purchase decisions, which has a profound effect on the bottom line. If a publisher mentality is that you’ll stay more attuned to subtle marketplace changes. Your brand is in constant communication with your audience, which means reliable customer feedback. If you leverage this data, you’ll find yourself a step ahead of more traditional marketers.
You’ll also outsmart the competition because you’ll naturally concentrate on content that matters most to your audience. Your brand is at the forefront of the consumer’s mind when making purchase decisions, which has a profound effect on the bottom line. Shifting to a brand as publisher mindset isn’t a quick and dirty strategy; it’s a long game. An adequate runway to build your publishing practice is non-negotiable. Year one should be for testing and building. Year two is where you’ll see more substantive results.
Industry today is progressing fast and the continuously evolving technologies, emerging social media platforms, streams of memes, viral videos, algorithm updates and increased mobile adoption stand witness to the fact. In our efforts to push the boundaries with our improved and innovative marketing strategies, we need to ensure that we keep up with the swift digital milieu while remaining faithful to the ground rules of brand building. Here are 5 reasons why digital marketing is the “in” thing today:
The evidence of this is all around us. Think of your favorite brand and see how it is speaking differently to various audiences in different channels. Interestingly, a richer multi-dimensional argument has replaced cartesian coordinates stemming from a single point. Google, with its smart semantic and natural language processing capabilities, is able to understand themes and is creating winners by serving up theme leaders via Google search. Customized communications for channels and communities are replacing one-size-fits-all communications.
Marketers are talking to 140-character twitter consumers with rapid clock speed very differently than to relatively slower social Facebook users; and YouTube audience differently than 6-second vine audience. It might not even be possible to state your point within the 140-character limit; so you have to say it in a hundred different ways, 140 characters at a time. Brands have little power over what is said regarding them in the digital space. Customers have access to the views of other buyers, which greatly influence their buying choices.
The online relationship with a buyer hardly ever ends with a deal. Brand building in the digital age should remember this or, rather, cash in on this trend and alter one-time customers to dedicated brand patrons. “It is time we bid adieu to the funnel model. Now, there are multiple touch points where users connect with brands and digital branding guarantees a consolidated communication.
Analytics/testing are being used to narrow winning messages and weed out losers. Marketers are increasingly relying on A/B testing to guide message refinement. Intuit-Write-Measure-Adapt loops are replacing the traditionally linear research-write-measure sequences. The testing and analytic tools have matured to a point where this truly is possible. Google, too, trusts brands less; it now ranks a website based more on social factors and less on brand messages. The new game is less about controlling the forces you can, and more about harnessing the forces you don’t control.
Companies are moving to flexible branding, in which they present different identities to express their range or a targeted brand strategy, in which they target specific brand messages to different audiences. A single brand tagline has less value in these more fluid and variable applications.
Branding is all about staying connected. He strongly believes that the digital platform amplifies the connect brands, people and goods, and services.
Strong digital branding also enjoys the benefit of earned media popularity from communities, brand advocates and other sources. “Besides taking care of your products or services, branding also looks after your social commitment, sales processes, customer services, employees and everything in between — think about how digital has changed the above.
Advantages For Small Brands
Digital branding is called a boon for the smaller brands as it is an economic mode to tap the expanding customer base. The fledgling businesses, which cannot afford TV or print — the efficacy of which are also being questioned — can shape up their brand image on digital platforms. It is the time that the small industries, which nonetheless play an important role in the overall economic growth, go for hyper-local digital branding. Cities have their own dynamics and are sceptical about changes. It’s time for them to modify, adopt and fit into the new equation. Brands catering to small towns need to understand their customers’ behaviour and develop their brand accordingly.
Maintaining a dominant online presence is crucial to both customer convenience and marketing success. With analytics from digital marketing, you can track a potential customer’s actions, decisions and preferences, so you have true insight into your audience’s behavior. The ability to track a customer’s journey beginning at the first click allows you to test and optimize your website for conversion on an ongoing basis.
Having a dominant online presence that is optimized for smartphone and tablet users can influence buying behavior. Increasing your digital outreach is a more predictable way of increasing your revenue than traditional marketing methods. Because digital marketing provides real, timely data, you can observe and adapt to trends and the actions that real people are taking. You don’t have to rely on a sample data set or make any educated guesses — plan, execute, and adapt on the go based on true performance data. Ensure your business is competitive by employing a smart digital marketing strategy.
More Choices For Customers
Developing a clear, consistent voice isn’t always easy, but it often starts by defining what makes your company unique, what’s special about your products or services, and what your company stands for. In other words, what makes you – you. Think in descriptive terms — not cliches.
Once you’ve fleshed out who you are, determine the best way to convey that through choice of words, tone, and tenor. Develop guidelines around your brand voice and empathy regarding the customers you’re targeting with your outreach efforts. Work it into every touchpoint — from your website to that thank-you email. Creating more engaging content is a priority for content marketers. When you consistently produce relevant, high-quality content, your audience will be hooked, always ready for more.
Not all content is created equal, however. Whether you publish short, snappy, image-heavy blog posts with the latest news, detailed analyses of topics impacting your industry, or a little bit of both, you’ll need to figure out which mix performs best. Commit to testing both disposable and evergreen content. Disposable content is short-form and addresses the audience’s thirst for trending news, while evergreen content has a longer shelf life and delivers more extensive information. Audiences may elect to engage with such content over a longer period of time. As you find out which content best resonates with your audience and drives more traffic to your site, increase your output.
A strong brand building exercise is crucial in this age of digital age. Though branding has always been essential but when we consider the digital situation and the altering user behaviours, we can identify its clear paybacks. Branding is a device for developing and sustaining a competitive lead. In the clamorous world of digital media, to remain competitive is more of an everyday challenge. Online users are more self-directed now than they were earlier. With huge amount of information and data flowing in at their disposal, users are spoilt for choice. A definite digital brand is therefore vital for characterising your invention or product or service from others.
On The Road To Be Mainstreamed
Digital is here to stay. However, the digital branding in India is not yet mainstreamed. The customer base is wide and is present at multiple digital touch points, more so with increasing mobile phone access. India is yet to create a smart digital marketing policy. Live-monitor-engage is the watchword for digital branding that is still not happening in India as the technology is not being optimised. The online campaigns are not monitored here and often brands are left behind the customers in the digital race.
Technology and digital solutions have to come in handy and made relevant to the Indian context. When that happens, we will see a boom. Indian languages are still being deprived of the digital platforms. Hence, opportunities are lost. We are far behind when it comes to technical solutions for content in Indian languages. However, things are changing and with the increase in internet and data download speed, we have just taken a right step forward.